With the end of October, the "Golden Nine Silver Ten" consumption carnival season in the Beijing home furnishing market has also come to an end, and the sales records of major brands have been released. In the field of customized retail, Oupai took the lead in announcing that it had completed the annual sales target ahead of schedule shortly after the end of the "Eleventh" holiday, and handed over an enviable performance list. Entered Beijing in 2007, broke 100 million yuan in 2009, broke 500 million yuan in 2015, and broke 1 billion yuan in 2017 in only 10 months... In the past fourteen years, the development of Opal in the Beijing market is almost legendary. In a market environment where competition is becoming more and more fierce, consumption is constantly upgrading, and demand is constantly changing, what is the secret of Oupai to always win the recognition and trust of Beijing consumers? From its market performance in 2021, we can glimpse three answers: welfare activities are available every day, new product upgrades are constantly pushed, and delivery experience wins word of mouth.
Welfare activities are available every day
On the afternoon of October 6, a few days of continuous autumn rains made the temperature in Beijing city plummet, the streets of vehicles and pedestrians were slightly deserted than usual, the two stores of the Ten Mile River Actually Home Oupai Home were very lively, and Liu Feiming, the lead singer of the Letter Orchestra, appeared handsomely, sending songs and benefits to consumers, triggering screams and applause, and the scene was full of popularity and heat.
During the entire "Eleventh" holiday, in the Oupai home furnishing stores in mainstream stores such as the North Fourth Ring Mall and the Red Star Macalline East Fourth Ring Mall, the same warm scenes were staged continuously, and 11 stars such as arirang Group and Rising Sun Yanggang Wang Xu played CALL for the Oupai "Star Glory Fanhua, Peak Juhui" activity and shared the holiday carnival with consumers. These 12 stars are all invited by Beijing Oupai to provide benefits to consumers in various areas of Beijing with an unprecedented luxurious lineup and heavy offers.
Such a large-scale welfare broadcast, in the first half of the May Day holiday activities have been staged once, when Beijing Oupai invited Zhou Xiaoou, Ulantuya, Huang An and other 8 stars to help, leaving a deep impression on the consumers in Beijing. In fact, in order to meet the needs of consumers to the greatest extent, the activities of Beijing Oupai are not limited to holidays, but have gradually become normalized, "doing it weekly, every day". In addition to inviting celebrities to help, the various benefits of products and services take turns, and the attitude and level of service are always maintained in the state of "doing activities", so that consumers can buy happily whenever they enter the store.
New product upgrades are constantly being pushed
Activities are the means of service, and products are the fundamental way to impress consumers. In line with the continuous upgrading of consumer demand, Opal products are also constantly iteratively updated, which is also the key to its long-favored success.
Taking the first half of 2021 as an example, in May, Oupai launched an antibacterial guard in Beijing - the "antibacterial kitchen" created by the Oupai Health antibacterial board, using OPS-1 supramolecular silver antibacterial technology to form an antibacterial fortress, with an antibacterial rate of > 99.9%, and can circulate long-lasting, long-term antibacterial, form a safety fortress, protect the health of the family, and set off a consumer boom.
The hot selling material "rock slab" in the home furnishing industry has also been applied to the upgrading of kitchen customization by Oupai. Kitchen "cleaning warrior" - Oupai rock slab countertop, after 15,000 tons of high pressing forging, surface porosity is nearly zero, stain resistance level of 5, to avoid oil, salt, sauce and vinegar and other corrosion damage, easy to clean and maintain; select 100 pure natural raw materials, through the United States NSF national certification, food grade health zero pollution, can be directly on the top of the rolling noodles, cutting vegetables and even fried steak, once launched, it is deeply loved by consumers.
In addition, oupai launched a quartz stone countertop with super wear resistance, quartz crystal content of up to 93%*, Mohs hardness of 6, even if chopping large bones is not a word, so that the cooking is more relaxed; solid wood particle board, the selection of natural high-quality logs, in line with European E1 level environmental protection standards, through the national ten ring certification, good moisture-proof performance, with environmental protection quality to help create a "green kitchen"... Many products that meet the consumer needs of the "post-epidemic market" keep pace with the times to meet the higher pursuit of quality life of Beijing users, so that consumers are more willing to "pay for it".
Delivery experience wins word of mouth
Through accurate and rapid delivery, the perfect landing of high-quality products and benefits in the homes of customers is the ultimate secret of Beijing Opal standing at the peak of the market.
Delivery is not only the most headache for consumers, but also the pain point of customized home, which tests the system service capabilities of brand operators in design, organization management, logistics, installation and other aspects. In order to effectively solve this problem, the operator chosen by Beijing Oupai, Fanhua Yiju, is precisely a brand with core competitiveness in delivery, not only has a professional design team, but also has built a perfect logistics system and installation service brand, from the beginning of customers entering the store, you can begin to provide a fast, accurate and all-round delivery experience.
Based on more than 30 years of experience in home operation, Fanhua Yiju has a deep insight and accurate control of user needs. Taking design services as an example, the designers of Fanhua Yiju will conduct in-depth research on the needs of customers and provide more professional and humanized whole house customization solutions. For example, with the "Chinese and Western kitchen" that is more suitable for the lifestyle of young people, it breaks the traditional kitchen pattern and tailors the kitchen scene for the modern home. Through the custom planning of the cabinet body, the defects of the apartment type are solved and the space is more comfortable... These design solutions, taken over by the installation team with standardized service requirements, were delivered as an ideal living space, which won a solid reputation for Opal among consumers in Beijing. Up to now, most of the orders of Beijing Oupai have been converted from the word of mouth of old customers, and the proportion continues to rise.
In addition to Oupai, Fanhua Yiju's business system also includes mainstream brands such as soft giant Gujia Home, Wood Customization Leader Mengtian, and functional sofa star lazyboy, which can provide consumers with more perfect one-stop home services on the basis of whole house customization.
"The market is constantly changing, consumption is not constantly upgrading, product and service upgrades are only means, and more importantly, we must always adhere to the original intention of realizing the dream of home for consumers, which is the source power for Oupai to move forward in Beijing." Yao Gang, general manager of Fanhua Yiju, said that Beijing Oupai will continue to uphold its original intention, seek from top to bottom, give back the support and trust of consumers with a better service experience, and build a better life with more families.
Image source: Provided by the enterprise